Role: Senior Social Media Strategist | Dieste Inc (2024)
As part of AARP’s SOMOS initiative, I was tasked to develop an organic Facebook campaign to connect with bilingual Hispanics aged 50+ who were unfamiliar with AARP’s offerings. With zero production budget, the challenge was to build awareness and engagement by celebrating Hispanic Heritage while positioning AARP as both a Wise Friend and Fierce Defender for the Latino community—not just during Hispanic Heritage Month, but year-round.
By leveraging authentic storytelling, we highlighted the resilience, traditions, and contributions of Hispanic/Latino individuals while seamlessly integrating key AARP resources in financial resilience, health, social connections, and caregiving. The content was designed to evoke pride through personal stories, cultural touchpoints like food and entertainment, and community-driven conversations.
The campaign effectively expanded AARP’s reach, increased awareness of its offerings, and strengthened its role as a trusted advocate for older Latinos. The success of this initiative demonstrated the power of culturally resonant content in driving engagement and impact—even without a budget.
